Will your business-to-business direct mail package ever produce a standing ovation? It might. When you mail an effective invitation to a seminar, workshop, awards show or other live event, you literally move people—out of their seats and into yours. That's one of the hardest jobs in B2B direct mail. Here are 11 ways to boost the success of your B2B direct mail invitations.
SEMINARS
1. If you are offering a free seminar as a way to generate leads, sell the event, not your product or service. Promote the valuable, exclusive information that the prospect will learn at the event.
2. Prove there is no risk to attending by giving away something of value. One software company tested its seminar mailings by offering free software (a $20 value) to half their list. The freebie doubled response.
TRADE SHOWS
3. Attract prospects to your trade show booth by giving them what Bob Bly calls a “carry card.” A simple card, mailed with your invitation, offers prospects a free gift or chance to win something by redeeming the card at your booth.
4. Tease. Indicate that your booth will be wacky, controversial or contentious so that your readers can't possibly walk by.
AWARDS SHOWS
5. Create a memorable theme. The John Caples International Awards show recently mailed me an invitation with the theme: “Why covet a Caples when you can have one?” Good question.
6. Show the view beyond the event. Help readers see themselves not just at the show, but after the show, with an award in their hands.
BEST PRACTICES
7. Create urgency by showing your deadline in prominent places throughout your invitation.
8. Capture the names and addresses of those who cannot attend by offering them something of value (hot prospects shouldn't be penalized simply because they have a full day timer).
9. Mail more than once, preferably three times in the four weeks leading up to your event. Consider sending an email to your house list, telling invited guests to watch their mailboxes for your invitation.
10. Give guests more than one way to respond (BRE, web, email, phone, fax).
11. Use a checklist to make sure you cover everything in every invitation (such as event name, venue name, location, date, time, directions, early bird deadlines, cost, who to make the check payable to).
